used a tactic similar to this. what they would do is send people report cards, this is how frequently you voted in past elections, this is your voter score, we might follow up after this election to let you know if your score's gone up or down. they're trying to shame you or pressure you through social pressure to vote because they're saying look, there's someone watching you, peering over your shoulder, and we'll know whether you show up or not. >> the part we hear about when we think about big data is should i be scared? do people really know all the stuff about the intimate details of my life, my life on computer, my -- to what extent is somebody out there in david plouffe's office looking at him saying, hey, charles duhigg in new york city, these are the four movies he watched streaming online in the last week. >> i think people can put their worries at bay for two reasons. the first of which is still by far the most predictive things are the basics, and the campaigns have known these for years, right? where yo